MarketSource: Tablets To Keep On Fizzing
By Joseph Palenchar On Mar 21 2011 - 4:01am
Consumer demand for tablets is high, but
most consumers interested in buying one don’t want
to pay more than $500, a MarketSource survey finds.
Like current tablet owners, most consumers interested
in purchasing a tablet in the next 12 months will
use it primarily for personal rather than business use,
and most consumers interested in purchasing will use
it mainly to browse the web, send and receive email,
and read e-books, the survey shows.
MarketSource, a provider of integrated sales and
marketing services and market research, conducted
the nationwide online survey exclusively for TWICE.
The company compiled responses in late February
from adults in 501 households, yielding a sample size
considered statistically accurate at a 95 percent confidence
level with a margin of error of +/- 5 percent.
In the survey, MarketSource found that 16 percent
of adults surveyed already own a tablet, and most of
them (91 percent) own an Apple iPad, which became
available in spring 2010.
Among the 84 percent of adults who don’t have
a tablet, 45 percent plan to buy one in the next 12
months, MarketSource said. Among consumers interested
in buying, 86 percent said they would consider
brands other than Apple, and 54 percent prefer a model
with both Wi-Fi and embedded cellular.
The majority of tablet owners are
between 26 and 45 years of age. Sixty-two percent
are male, 32 percent are in college or are college-educated,
and 88 percent have household incomes of
more than $50,000.
Among these owners, 17 percent consider themselves
innovators, 27 percent consider themselves
early adopters, 45 percent consider themselves to be
early majority buyers, and 10 percent consider themselves
late majority buyers.
MarketSource defined innovators as people who
aggressively pursue new technology products, while
early adopters buy new CE products very early upon
their release. Early majority purchasers are content to
wait and see how other people are making out with a
product before buying it for themselves. Late majority
buyers are also content to wait and see how other people
are making out with the product before buying for
themselves, but these consumers want to know that
there will be a lot of product support available when
they do decide to purchase.
Laggards are simply
not interested in new CE
The owners who considered
were more likely to
use their tablets primarily
for business use than for
personal use, whereas 51
percent of early majority
owners and 50 percent
of late majority owners
said they use their tablet
primarily for practical personal
However they define
themselves, 46 percent
of current owners said
the No. 1 use for their
tablet is web browsing
(46 percent), while 32
percent said their top
use was emailing. Seven
percent said their top use
was reading e-books, and
5 percent said watching
video. Playing games and
editing documents each
came in at 2 percent.
the 45 percent of non-owners
who want to buy a tablet
in the next 12 months, the
top planned uses are emailing
and web browsing, followed
closely by reading
When asked what they
would use their tablet for,
98 percent said emailing,
97 percent said web
browsing, and 77 percent
said e-book reading.
Large majorities, however,
also plan to use
their tablets for multiple
other reasons. For example,
72 percent said
they’d use it to watch videos, 70 percent
would listen to music, 66 percent
would edit documents, and 65 percent
would play games.
A large minority of users — 47 percent
— said they’d also use their tablets for
video chats, and 40 percent said they’d
use them for Internet voice calling.
Among the consumers
planning to buy a tablet in the next
year, a large majority — 58 percent –
said they aren’t willing to spend more
than $500, but 34 percent would be
willing to pay from more than $500 to
$800. Only 8 percent would be willing
to spend more than $800 to $1,100.
Consumers not interested in purchasing
a tablet cited multiple reasons.
When asked to choose among five
reasons mentioned to them, 47 percent
said a laptop was all they needed.
Thirty-three percent said tablets were too costly, 9 percent said they have too
many electronic devices, 8 percent said
a smartphone performs all the same
functions, and 4 percent said a netbook
was all they needed.
MarketSource also asked purchase intenders
to indicate whether they would
be buying a tablet to replace a laptop
or netbook. The survey found that people
who described themselves as early
adopters and early majority buyers are
more likely to buy a tablet to replace a
laptop, whereas innovators are more likely
to buy a tablet to replace a netbook.
The results suggest that innovators,
“who tend to be more technologically sophisticated,
may be more inclined to use
both their laptop and tablet but for very
different functions,” whereas less technologically
sophisticated early adopters
and early majority buyers would prefer
to use only one tool for all planned functions,